Viewers are growing increasingly frustrated as leading OTT platforms adopt the weekly episode release model popularised by JioHotstar. The conversation began with “Criminal Justice Season 4: A Family Matter” on JioHotstar, which left audiences waiting every week for a new episode. Now, global players Netflix and Prime Video are following the same approach with some of their most popular shows.
Netflix recently launched the highly anticipated sequel to “Wednesday” but released only four episodes initially, with the rest set to arrive gradually. Prime Video’s widely discussed “The Summer I Turned Pretty Season 3” is also rolling out in parts, despite the platform already facing criticism for its ad policy and rented movie system.
Netflix, which until now had stayed out of such debates, is also embracing this partly release strategy for one of its biggest fan favourite titles. Both platforms seem to be mirroring JioHotstar’s module of keeping viewers hooked through cliffhangers.
While this method may work to extend engagement, it challenges the very appeal of OTT platforms — the freedom to binge watch an entire season at one’s own pace. After a long and tiring week, many prefer to watch their favourite series in one go, without the frustration of waiting for the next episode.
Although “Wednesday Season 2” and “The Summer I Turned Pretty Season 3” are receiving positive feedback due to their strong fanbases and engaging plots, this slow release format risks alienating viewers who value control over their viewing experience.
